[마케팅] 현대카드의 해외 마케팅 전략 비교 영문 자료

소개

이번달(2011.4.11)에 캐나다 FITT에 제출한 International marketing research 영문 프로젝트입니다.
모든 자료는 최신의 것들(2011.2 월 이후)만 이용해 만들었습니다.
현대카드의 많은 혜택과 알파벳별의 세분화된 고객을 타겟으로 조사를 했습니다.
credit card 수요량이 급격히 증가하고 있는 인도와 중국을 대상으로 신용카드와 관련된 모든 자료를
조사, 분석하여 무역정책을 비교함으로써 어느 나라가 더 많은 시장 점유율을 가지고 많은 수익을 얻을 수
있는지에 대해 결론을 내었고 그에 따른 action plan 을 첨부했습니다. bibliography 도 물론 있습니다.
여기저기서 소스를 가져와 붙이고 하는 그런 프로젝트는 제가 제출한 기관에서 받아주지 않으므로 믿고 자료를 이용하실 수 있습니다.

목차

Executive Summary……………………………………………………………………………4

Introduction
Company profile………………………………………………………5
Product description……………………………………………6

Research Plan
Company’s objective…………………………………………………………8
Target countries………………………………………………………………8
Research issues…………………………………………………………………9

Research Methodology
Country profile……………………………………………………………………10
Customer profile……………………………………………………………………10
Government policies affecting business, Political characteristics and stability…………10
Product fit with customer preferences…………………………………………11
Strength of demand for product…………………………………………………11

Relevance, Reliability and Currency of Data Collected
Country profile……………………………………………………………………………12
Customer profile………………………………………………………………………12
Government policies affecting business, Political characteristics and stability……12
Product fit with customer preferences……………………………………………12
Strength of demand for product……………………………………………………13

Logic and analysis of Data
Country profile
India and China forecast………………………………………………………13
Customer profile
Demographic characteristics…………………………………………14
Target customer…………………………………………………………15
Spending patterns………………………………………………………16

Government policies affecting business, Political characteristics and stability
Inflation…………………………………………………………………………17
International agreements……………………………………………17

Product fit with customer preferences
Language………………………………………………………………17
Factors of influencing demand………………………………………18
Internet users………………………………………………………19

Strength of demand for product
Market static is growing……………………………………………20

Market and Competitive Intelligence
Political, legal and business environment (Intellectual property)……………21
Market infrastructure…………………………………………………………………21
Market size……………………………………………………………………………22
Suitability of the product for the market……………………………………………22
Important characteristics of the industry…………………………………………23
Competitors……………………………………………………………………23
To achieve a competitive advantage……………………………………………23

Conclusion and Action Plan……………………………………………………………………………24
Bibliography………………………………………………………………………………………25

본문내용

Research Plan
Company’s Objective
Hyundai Card is Korea’s leading credit card company. Hyundai Card is the fastest-growing credit card company in South Korea with an eightfold market share increase in last seven years. The partnership with GE Capital, a global leader in consumer financing, has enhanced Hyundai Card’s management structure, financial profile and competitive. As a result of the joint venture Hyundai Card has been able to increase market share, measured in terms of credit purchase sales volume since 2006 despite the highly competitive industry environment, from 11.0% as of march 2006 to 15.5% as of march 2010. Now Hyundai Card has strived to increase market share and net profits but the local market already seems to be saturated with it and its competitors. Therefore, Hyundai Card keeps trying to turn its sight abroad with providing lots of benefits of its product. Hyundai Card’s target markets are India and China and Hyundai Card expects both countries will be a good opportunity to increase its market share and profit. To select more beneficial country, we will research and identify both markets precisely.

참고자료

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